Rated X for children

Published: Thursday 15 July 2004

Fast Food UK

McDonald's slogan "I'm lovin' it" may soon cease to be heard during children's tv programmes in the uk. The Labour government is considering banning fast food makers from advertising their products during children's tv.

Health Minister John Reid is considering banning such advertisements on weekdays and on Saturday mornings. This follows a House of Commons health committee report, which says that obesity in the uk has risen by 400 per cent in 25 years.

The report recommends that fast food companies voluntarily withdraw advertisements from children's tv within three years. Children in the uk are exposed to about 1,150 junk food ads each day. But uk's Advertising Association claims that the report is based on inaccuracies, including the assumption that advertising influences food choice. The Food and Drink Federation says similar bans in Quebec and Sweden haven't helped in limiting increasing obesity rates.

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